Marius the Giraffe: Copenhagen Zoo's PR Crisis

Marius: The Slaying of
Copenhagen Zoo’s Public Relations

Erin Cafferty
Danielle Counts
Katie Hartman
Image Source: www.theguardian.com

Marius: The Slaying of Copenhagen Zoo’s Public Relations
Table of Contents
I. Case Study
Abstract……………………………………………………………………………...….....2
That Fateful Day………………………………………………………………………...3-4
Organization Overview: Copenhagen Zoo, Denmark…………………………….............4
Turn Up the Heat……………………………………………………………..……........4-5
Analysis of Copenhagen Zoo…………………………………………………….….........5
Crisis Management Timeline………………………………………………………..….5-6
Situation Analysis………………………………………………………………..……..6-7
Zoo’s Stakeholders and Publics…………………………………………………….…..7-9
● Employees of the Zoo
● Bengt Holst
● PETA
● PETA UK
● Competing Zoos
NSTA Position Statement……………………………………………………………...9-10
The Whole Story…………………………………………………………………..….10-11
Utilitarian View……………………………………………………………………....11-12
Alternatives and Consequences………………………………………………………12-13
The Social Media Storm…………………………………………………………..….13-14
News Outlets……………………………………………………………………….....14-15
● Independent.uk
● NPR
● National Geographic
● CBS
Public Relations Review…………………………………………………………......16-18
The Bolt Pistol………………………………………………………………………......18
Communication Strategy and Tactics………………………………………………..18-19
Public Relations Campaign Response…………………………………………….....19-21
The Ethical Gap……………………………………………………………………...21-22
Proactive Crisis Management Approach……………………………………………..…22
II. Appendices
III. References
Abstract
The killing of a giraffe in Denmark for conservation purposes hit headlines and
the public was stunned and outraged. The media portrayed the incident as animal cruelty
and wanted the employees from the Copenhagen Zoo that were involved to be fired. This
case study highlights the reaction of several publics regarding the incident. It also
suggests how the zoo should be more proactive instead of reactive to better inform the
public in a more concise, efficient, and knowledgeable way the reasoning behind animal
conservation and why it is important.

That Fateful Day
“Animals should be in their natural habitat allowed to live as nature intended and
not be murdered and cut up for entertainment. This is utterly disgusting and makes me
ashamed of the human race.” With the killing of Marius, the completely healthy
18-month old giraffe, the public and animals rights activists saw this as “disgusting, these
are animals, shoot the people that shot them… then again throw them live to the
lions…etc.…Sick.”1 The people see it as karma; do unto others as you may have done
unto you. What was the reasoning and purpose behind killing a captive animal and
showcasing it to the public and somehow justifying it as science? There is no reason this
incident should be glorified; Copenhagen Zoo should be shut down for their actions and
consequences should follow for the employees involved, no questions asked.
This incident occurred February 9, 2014 in Denmark at Copenhagen Zoo and by
the following morning it caused a chaotic uproar of events in public and all across every
medium of social media consisting of articles, petitions, news reports and death threats.
But how could the public understand the situation as a whole without knowing the behind
the scenes work and facts from the zoo? Bengt Holst is the director of conservation and
research at Copenhagen Zoo and along with receiving multiple death threats and petitions
to be stripped of his title, he has also been working nonstop this past year to defend the
reasoning behind this occurrence. He proves that a zoos purpose is not to turn it into a
fantasy Disneyland, but rather a reality for the people who are interested in the real thing.
1
D Howe. (2014). RIP Marius - Young Giraffe Killed by Zoo. (Web log comment)
2
By standing their ground and showing that proper signage was placed to allow the
public know, Marius was anesthetized prior to the shooting where he was kept in his
“natural habitat” at the zoo, shot, the meat was used to help feed the lions and the rest of
the parts were put to use during a scientific autopsy. The purpose of this process with the
veterinarians and scientists was used as a learning experience for those interested; where
no one was forced to witness or be a part of anything they were not willing to see.3
Organization Overview: Copenhagen Zoo, Denmark
Copenhagen Zoo is a zoological garden, located in Copenhagen, Denmark. The
zoo was founded in 1859 and is one of the oldest in Europe. With a variety of 3,000
animals in over 264 species inhabiting 27 acres, Copenhagen Zoo is the most visited zoo
in the country with more than 1 million visitors noted in 2008. The zoo includes many
rare species such as the Tasmanian devil, Amur leopard, okapi and muskox. The animals
are divided amongst various exhibits including: The Nordics and the Arctic Ring, Asia,
South America, Africa, Islands, Tropical Zoo, and the Children’s Zoo. In the beginning
years of the zoo’s establishment its goal was to have as many animals as possible, but as
time passed the focus shifted to fewer animals having more space.4
Turn Up the Heat
The zoo has come unto recent fire with the systematic killings of a giraffe and
four lions. The giraffe, Marius, was euthanized to prevent inbreeding but the lions (two
10-month-old cubs and their parents) were put down because of the “natural structure and
2
Dell’Amore, C. (2014, June 28). Controversial Copenhagen Zoo Official: Zoos Are Selling Disney “Fairy
Tales.” National Geographic.
3
McLaughlin, E. & Wilkinson, P. (2014, February 10). Zoo official on Marius the giraffe: Conversation
isn’t always clean. CNN.
4
(2014, February 9). Why does Copenhagen Zoo euthanize a giraffe?
behavior” of the lion pride where they would have been killed by the new male lion
anyway. The zoo attempted to re-home the lions but there was apparently no interest in
them. The decision about the lions came only a month after the still-hot debate on
Marius’ death.5 Zoo spokesperson Tobias Stenbaek Bro said the recommendation to put
down Marius was made by the European Association of Zoos and Aquaria because there
were already a lot of giraffes with similar genes in the organization's breeding program.6
The zoo does not normally kill, dissect and feed their animals in front of an audience, but
it did not want to waste the meat or the chance to educate their public.
Analysis of Copenhagen Zoo
Strengths of the organization include its wide variety of animals and its popularity
as one of the most visited zoos in the country. The zoo’s weakness would be the tactics
used to educate the public about why Marius was going to be put down. Opportunities
can be seen as informing the public about the “greater good” of animal and environment
conservation. Threats for Copenhagen Zoo consists of any public that can’t relate to the
logical reasoning behind the killings so they stop supporting the organization.7
Crisis Management Timeline
February 9, 2014: Copenhagen Zoo takes a leap and euthanizes Marius, the 18-month
old healthy giraffe, shoots him, then continues to dismember him in an autopsy in front of
a crowd of visitors and later feeds the remains to the lions.8
5
(2014, March 25). Danish zoo that killed Marius the giraffe puts down four lions. The Guardian
6
(2014, February 10). Copenhagen Zoo vilified for killing healthy giraffe to stop inbreeding. The Record
7
Tales.” National Geographic
8
Tales.” National Geographic
February 10, 2014: CNN puts out a report with Copenhagen Zoo responding to the
killing of Marius the giraffe stating, “Conservation is not always simple. It’s not always
easy.” Lesley Dickie, Executive Director of the European Association of Zoos and
Aquaria, and Holst explain the international breeding program.9
February 10, 2014: A petition was set up to fire Holst from Copenhagen Zoo as a
repercussion for killing Marius the giraffe. They needed 126,000 signatures by February
9, 2014 but only reached 125,034.
March 24, 2014: Copenhagen Zoo kills four lions; two were cubs that could not survive
on their own and would have been killed by a male lion and the other two were the cubs
parents and described as a “very old” breeding pair.10
Situation Analysis
Copenhagen Zoo had high levels of visibility, in coherence to the issue. They
were largely present in the media, and the overall reputation of the organization is evident
through the high volume of supporters visiting the zoo every day. Speaking internally, the
organization didn’t have a very high ethical base, however in a matter such as
conservation and protecting the greater good of the zoo, ethics isn’t of top importance.
More significance is held to the value of animals’ lives, as compared to the longevity of
it. Internal impediments of Copenhagen Zoo lie within the conservation methods the zoo
implements. These methods conflict with the publics that don’t agree with the reasoning
behind the killing. The performance in regards to the issue coincides with any tangible
9
isn’t always clean. CNN
10
Smith-Spark, L., & Naik, B. (2014, March 26). Copenhagen Zoo kills 4 lions, weeks after shooting
giraffe
impediments the zoo faces. While the actions can be seen differently by separate publics,
it is important to note how the Copenhagen Zoo conservation department made the most
knowledgeable, fact based decision in protecting the greater good of animals lives.11
Externally speaking, there is a large support system for the zoo from the country of
Denmark and surrounding European areas. A majority of the backlash is seen from
outside of Europe and Copenhagen Zoo still stands as one of the most visited zoos in
Europe. Competitors of the zoo and all other zoological parks in the area, as well as any
publics holding opposing views regarding animal conservation.
Zoo’s Stakeholders and Publics
Employees of the Zoo
As far as the employees of Copenhagen Zoo are concerned, it is dependent on
which departments you are referring to. It takes a lot of work for these employees to gain
the trust from captive wild animals enough to approach them, study them, and take care
of them. In the National Geographic article it states that they label themselves as animal
lovers and as the master, which will inevitably cause both to clash to abysmal.12 The
veterinarians see the animals as animals, but overall as a subject to study. This is shown
in Appendix 4 when a vet is showing off the hoof of Marius for an autopsy in front of the
public and media.
Bengt Holst
11
Dell’Amore, C. (2014, June 28). Controversial Copenhagen Zoo Official: Zoos Are Selling Disney
“Fairy Tales.” National Geographic
12
Walsh, M. (2014, February 10). Copenhagen Zoo receives threats after killing giraffe. Retrieved March
4, 2015
By simply searching this scientists name on Google you notice there are multiple
harmful memes made towards him with Photoshop as well as a long list of petitions to get
him fired for the recent outrage at the zoo. He is the director of research and conservation
at the zoo and believes that “the real thing” should be shown to the public.13 The sole
purpose of the shooting of the young giraffe was for population control. Holst continued
to state that zoos aren’t liable “to make nature into a Disney World,” and that another
purpose was to avoid inbreeding within the cages.
PETA
It is quite apparent how animal rights activists feel in a situation like this, the zoo,
as well as specific staff members have received multiple petitions, protests and death
threats directed towards them for the current situation that has taken over the media.
“There is absolutely NO excuse for the murder of an innocent animal in your supposed
care!" wrote Joan Foster from Canada. "Maybe you think this atrocity is educational in
your little corner of the world, but remember the rest of the world is watching and is
disgusted!”14
PETA UK
“Animals are not ours to eat, wear, experiment on, use for entertainment or abuse
in any other way.”15 After the deadly occurrence that happened at Copenhagen Zoo in
Denmark it is no surprise that the animal rights activists lashed back in full force,
especially PETA in the UK. They took a more aggressive opinionated approach rather
13
14
Walsh, M. (2014, February 10). Copenhagen Zoo receives threats after killing giraffe. Retrieved March
4, 2015
15
than supporting it with the scientific facts. They claim that this came as no surprise to the
public since zoos, mainly ones in Britain, will continue to breed animals for the sake of
money from the public knowing that as they grow older there is nowhere for them to be
held.16 According to PETA people should be well aware of the wrongdoings that occur in
zoos due to wildlife documentaries rather than claiming to be oblivious to the truth. Had
Marius not been murdered while held in captivity so young he still would have died as a
living exhibit half-way across the world from his home. 17The PETA UK website uses
loaded sentences to sway the readers opinions such as, “PETA urges everyone who
genuinely cares about giraffes and all the other individuals serving life sentences in zoos
to avoid patronizing such “attractions” and instead donate to campaigns that actually
protect animals in their native habitats.”18 PETA is by no means falling for the
“educational” aspect that zoos are claiming they provide for the public to see; they feel as
though zoos neglect to show that these animals are in fact in captivity rather than in their
natural habitats.
Competing Zoos
According to an article published in RYOT, Copenhagen Zoo had turned down
multiple offers for Marius from surrounding zoos and an unnamed private individual as
well.19 When Yorkshire Wildlife Park in Doncaster, England found out about Marius’
situation they reached out to Copenhagen Zoo to adopt him but never received a
response.
16
17
18
19
Hunter, L. (2014, February 8). UPDATE: Marius The Giraffe Was Executed By Copenhagen Zoo -
RYOT News
10
NSTA Position Statement
Although the National Science Teachers Association does not directly correlate
with the Denmark Zoo incident it shines insight on the problem at hand and deals with
somewhat similar situations. NSTA supports the idea of science teachers allowing live
animals and dissection in the schools classrooms; it has been shown to be educational and
effective with the students.20 They must show and provide that the animals have been and
are taken care of, treated in a humane nature in a responsible and ethical manner. These
aspects should balance ethics with the student’s educational value.21 As far as the NSTA
is concerned this is a fantastic opportunity for students to begin their interest in science as
well as gain a sense of respect for life.22
The Whole Story
Sunday February 9, 2014: Copenhagen Zoo in Denmark killed a healthy
18-month-old male giraffe to prevent inbreeding. The slaying was done in front of an
audience of adults and children, where veterinarians then performed a 3-hour
demonstration of how to butcher a giraffe before feeding the meat to the lions.23 The
examination was also broadcast live on the Internet.24 Marius was killed with a bolt gun
to keep the meat from contamination and some of it was saved for research.25 The initial
reason for putting the giraffe down was to protect the genetic makeup of the captive
giraffes in European zoos, but the decision to publicly display the murder was for
20
(2015). NSTA Position Statement
21
22
23
24
(2014, February 9). ‘Surplus’ giraffe put down at Copenhagen Zoo. BBC News
25
Eriken, L. (2014, February 9). Copenhagen zoo sparks outrage by killing healthy giraffe named Marius.
The Guardian
11
education purposes. Copenhagen Zoo is part of an international breeding program that
aims to ensure a healthy giraffe population in European zoos.26 When news got out that
the zoo was going to kill a young and perfectly healthy animal for population
management, it received very harsh criticism.27 Online petitions were created to save the
giraffe, protesters gathered at the zoo’s entrance, strong debates were waged on social
media, and the staff even received death threats.28 When people began to debate on the
Facebook page, the zoo created a questions and answers on their website about it’s
decision to put down Marius.29 This was an effective way to handle the public’s outcry
since it gave the zoo a chance to inform people about how and why they made their
decision. Killing the giraffe seemed to be the worst public relations decision the zoo
could have made.
Utilitarian View
Holst defended the zoo with a rebuttal to the public about guidelines they are
expected to follow. "Our giraffes are part of an international breeding program, which has
a purpose of ensuring a sound and healthy population of giraffes. It can only be done by
matching the genetic composition of the various animals with the available space.”30 He
also told National Geographic that “the need to euthanize is actually a ‘positive sign,’
since it means that zoos are breeding animals well enough to create a surplus.”31 “To
26
(2014, February 9). Why does Copenhagen Zoo euthanize a giraffe
27
(2014, February 9). Outrage as Danish zoo slaughters giraffe to combat ‘inbreeding.’ Aljazeera America.
28
Neuman, S. (2014, February 9). Copenhagen Zoo Euthanizes Giraffe Despite Online Protest. NPR.
29
30
Wilkinson, P., Naik, B., & Gumuchian, M. (2014, February 10). Marius the giraffe: Copenhagen zoo
staff get death threats. CNN.
31
Dell'Amore, B. (2014, June 28). Controversial Copenhagen Zoo Official: Zoos Are Selling Disney "Fairy
Tales"
12
many people in Britain this goes against their cultural identity as a nation of animal
lovers. Danes love animals, too, but express this in a different manner. They would, I
suspect, agree with animal welfare experts in arguing that death itself is not an animal
welfare issue; what is important is that the death is humane, and that the life that
preceded it was good. In the United Kingdom we are perhaps too focused on longevity
and not on quality of life. This is the key difference in attitude to the case of Marius the
giraffe.”32
Alternatives and Consequences
While their “educational purpose” argument was logical, it did not validate the
thousands of individuals who thought the decision was downright unethical. There were a
few other options that were considered that should have been chosen instead of
slaughtering the giraffe. One of the options was to send Marius to a different zoo or park
to avoid the unnecessary execution. Wildlife parks in Britain, Sweden and the
Netherlands offered to take him, but were turned down because of Copenhagen Zoo’s
commitment to "always take responsibility for our animals from A to Z. We don't just
send the animals to strange places that don't cooperate under the same framework as we
do.”33 A private individual even offered 500,000 euros to save the giraffe.34 There was
also debate about contraceptives, but they come with a number of unwanted side effects
on the internal organs and he would be taking up valuable space where another male
could be contributing to the giraffe population. The EAZA was quoted saying it "fully
32
Young, R. (2014, February 13). Death of Marius the giraffe highlights differences in culture. The Record
33
Dell'Amore, B. (2014, June 28). Controversial Copenhagen Zoo Official: Zoos Are Selling Disney "Fairy
Tales"
34
13
supports the decision of the zoo to humanely put the animal down, and believes strongly
in the need for genetic and demographic management within populations of animals in
human care."35 Even with the EAZA legitimizing the Copenhagen Zoo’s decision, it only
seemed to make the public’s distaste with the killing worse. But Holst insisted in
interviews that the zoo was doing the right thing. “The many reactions don't change our
attitude to what we do. It's very important to us that we take responsibility throughout.
We need to have as healthy a stock as possible so we avoid inbreeding."36 The zoo
handled the situation mediocrely, not having a plan for when animal rights activists and
animal lovers alike would storm the internet with harsh critiques about the zoo’s less than
ethical practices. The Q&A on the website was very informative and thought-out for
those who were on the fence about the morality of the situation. Copenhagen Zoo did not
break any laws or rules of conduct in killing this animal, but its public relations
department should have put together some proactive crisis management tactics in
preparation for the news reaching the public instead of trying to clean up the mess
afterward.
The Social Media Storm
Social media magnified the issue with the giraffe and made the situation much
worse. While there was an online petition to stop the slaughter of the giraffe, once it was
done, a new petition circulated online calling for the zoo’s director of conversation and
research to be fired.37 The majority of critics were from abroad, since American zoos do
35
Lindstrom, L. (2014, February 14). Denmark zoo's killing of giraffe criticized. Pittsburgh Post-Gazette.
36
37
Ranson, V. (n.d.). Petition: Campaign to remove Bengt Holst from his position at Copenhagen Zoo.
14
not have a history of killing their animals for show.38 While the zoo was able to use social
media to get the word out about exactly why this giraffe was going to be killed, it was not
as helpful when people began commenting on its Facebook page dissenting the decision.
One of those people was Clive Longbottom. He wrote: "PR disaster. Badly handled
before and after the event with the giraffe. This is not what zoos are for: you had other
options (re-farming to other facilities; vasectomisation/castration). Instead, you took what
seems to be a purely commercial approach. Not good.”39 More examples of the public
outrage on Facebook can be found in Appendix 1. The zoo should have used social media
as a way to educate the public on their decision, instead of social media being used
against them.
News Outlets
Independent.uk “Copenhagen Zoo kills 'surplus' young giraffe Marius despite
online petition”
In the article published by the Independent, they noted heavily on the negative
comments the public had towards the killing. Specifically, they focused on how despite
the number of people who signed the online petition; Copenhagen Zoo still went on with
the killing.40 This article didn’t defend the zoo at all, and they noted on what Holst said
but simply stated it as a quote. Nothing was highlighted on the importance of the killing,
only Holst’s reasoning behind it.
NPR “Copenhagen Zoo's Scientific Director Defends Killing Giraffe”
38
hibault, A. (2014, February 11). Here’s the story of a baby giraffe fed to lions at the Copenhagen Zoo.
T
PRI’s The World.
39
Wilkinson, P., Naik, B., & Gumuchian, M. (2014, February 10). Marius the giraffe: Copenhagen zoo
staff get death threats. CNN.
40
Copenhagen Zoo's Scientific Director Defends Killing Giraffe. (n.d.).
15
The article on NPR gave very good insight into the situation, and specifically
answered important questions very directly. They didn’t necessarily defend the critics of
the zoo, but they didn’t bash them either. This article also defused the assumption that the
zoo had personalized the giraffe by giving it a name, but Holst stated that Marius wasn’t
born Marius, and his name was “percolated by its keepers to the media.”41 This is very
important to note because from the beginning, the giraffe killed wasn’t personalized
solely for conservation purposes.
National Geographic “Controversial Copenhagen Zoo Official: Zoos Are Selling
Disney ‘Fairy Tales’”
National Geographic hit a very important point regarding the issue of the giraffe
killing. It is interesting to see a scientific source speak on the issue because they are
highly fact based and their opinions aren’t curved by what the media says. It is not a zoos
job to implement Disney fairytales, they are conserving these animals’ lives and often the
public gets very confused as to what a zoo's mission truly is.42 Animals aren’t meant to be
glamorized and many often lose sight of that.
CBS “Danish zoo kills healthy giraffe, feeds it to lions”
In covering this story, CBS took a bit of a different approach. Most articles
reporting on the issue only mention Holst and CBS highlights the view of Stenbaek Bro,
which is very important to the public information aspect of the organization. Stenbaek
Bro notes how he stands behind the zoos decision saying “I'm actually proud because I
41
Johnston, I. (2014, February 9). Copenhagen Zoo kills 'surplus' young giraffe Marius despite online
petition.
42
16
think we have given children a huge understanding of the anatomy of a giraffe that they
wouldn't have had from watching a giraffe in a photo."43
Public Relations Review
Copenhagen Zoo handled Marius’ fate with logical thinking and sound decisions.
The giraffe was part of the EAZA’s international breeding program and the zoo followed
their guidelines with regards to what to do about Marius. His death only occurred to
protect the entire captive giraffe population.44 Holst, did not show much empathy towards
the fate of the giraffe like the public obviously wanted. He did interviews with a plethora
of news stations domestically and internationally to inform the world why the zoo had to
put down an otherwise healthy 18-month-old giraffe. He used rational explanations and
tried to take emotions out of the issue as much as possible, since this decision was made
for the “greater good,” not because the zoo just did not want the animal.45
As far as social media, the zoo did a fairly decent job getting the word out and
trying to control the public outrage following their decision. On Copenhagen Zoo’s
website, they added a page specifically for a Q&A about when they were going to be
killing the giraffe, where it would be happening inside the zoo, who would be handling
his death and autopsy, and why this was the only option for the animal.46
43
Danish zoo kills healthy giraffe, feeds it to lions. (2014, February 9).
44
Spark-Smith, L. & Naik, B. (2014, March 26). Copenhagen Zoo kills 4 lions, weeks after shooting
giraffe. CNN.
45
Werman, M. (Interviewer) & Lassen, K. (Interviewee). (2014). Here's the story of a baby giraffe fed to
lions at the Copenhagen Zoo (Broadcast transcript).
46
17
The Danes were supportive on social media of Copenhagen Zoo’s decision about
Marius.47 Meanwhile, the international community was outraged about the issue and
showed their displeasure on Facebook and Twitter.48 There were also petitions on several
different sites to get the zoo to revoke its decision to put down the giraffe.49 The outrage
from the international community was justified, since zoos from around the world do not
have the same guidelines that the EAZA does regarding population management.50 The
public could not grasp why the zoo would kill a healthy animal and they were stuck on
the emotional aspect of the issue, not the rational one.51 Outrage and sadness were
common emotions present from people who opposed the zoo’s decision and they took to
the Internet and social media to convey that. According to Copenhagen Zoo’s CEO, “the
zoo has received tens of thousands of complaints and threats via email, phone, Facebook
posts and tweets.”52 “While some people have taken to social media with outrage over
Marius' death and the way he was killed, others are looking more closely at the zoo's
decision and seeing the logic behind it” and “most of the criticism of the decision has
come from abroad.” After the initial uproar from the public and the zoo’s explanation of
the purpose for Marius’ death, people began to understand that this issue was inevitable
and “a part of life.”53
47
Belmark, S. (2014, February 24). Trouble at the zoo: Copenhagen Zoo and the Marius giraffe crisis. PR
Week.
48
Dell’Amore, C. (2014, March 25). Copenhagen Zoo Kills 4 Lions After Controversial Giraffe Death.
National Geographic
49
Evans, M. (n.d.). Petition: Save Marius the giraffe from the bolt gun NOW
50
(2014, February 9). Copenhagen Zoo meets with online rage after putting down healthy giraffe. The
Record.
51
52
Levring, P. & Sulugiuc, G. (2014, April 3). Copenhagen Zoo Invites Global Outrage to Tell Story of
Captivity. Bloomberg Business
53
Thibault, A. (2014, February 11). Here’s the story of a baby giraffe fed to lions at the Copenhagen Zoo.
PRI’s The World
18
From a communication standpoint, the first priority is getting information to the
public in regards to the issue in a concise, efficient, and knowledgeable manner. It is
important to have the spokesperson of the organization at any and all press conferences
and interviews. While it is the job of the Director of Conversation to highlight the
importance and reasoning behind the decision to kill Marius, the spokesperson is the face
of Copenhagen Zoo and should have be treated as such.
The Bolt Pistol
According to Copenhagen Zoo’s website, “when animals are euthanized with an
overdose of aesthetic it is not possible to use the remains for food. But in this case as the
giraffe will be anaesthetized and then put down with a bolt pistol (same procedure as with
horses and cows) it can be given to the carnivores.”54 Stenbaek Bro reiterated that in an
interview with Al Jazeera saying that he would be put down with a bolt pistol.55 Then
upon reading a multitude of news stories about the killing, there was an article from CNN
claiming, “the Copenhagen Zoo said it “euthanized” the animal, named Marius, to avoid
inbreeding. A veterinarian shot Marius with a rifle as he leaned down to munch on rye
bread, a favorite snack.”56 No other articles were found to support CNN’s claims, but
based on reports he was not just shot with a rifle because then the meat could not have
been saved for research or fed to carnivores in the zoo.
Communication Strategy and Tactics
54
55
56
isn’t always clean. CNN.
19
As far as the Copenhagen Zoo is concerned with their goals they should be more
proactive. They did an adamant job for how much and how quickly they got backlash
however, much of that could have been avoided had they warned the target publics ahead
of time in order to further explain the situation. The objectives to focus on should be to be
a more transparent organization and notify the publics more heavily rather than waiting
until an event occurs. Something that the public relations members, even employees in
general, should pinpoint as tactics is to put up posters, block off the exhibits where
animals are being dissected in a closed section, allow the surrounding areas to have
proper notification and apply all of the daily information to social media. It would be
helpful to gather a committee of members to look at every aspect of their past, current
and future situations in regards to their reputation in the public eye.
Being a part of an organization that deals so closely with animals and their not so
natural habitats they should be well aware that they will be criticized so quickly by any
animal rights activists, the media as well as their competition. The public scrutinizes
every move they make and they will be the first ones to be critical. The two quickest and
easiest ways to get the event message and purpose across is to send it out on social media
with a link to an article or newsletter as well as placing the fliers and all surrounding
businesses for parents especially to see so they are aware of the time, place and specific
event occurring. Also, provide contact information for anyone with any further questions,
comments or concerns on the matter in order for them to further understand the purpose.
Public Relations Campaign Response

20
The stakeholders of concern regarding Copenhagen Zoo’s giraffe killing are as
follows, in priority order:
-PETA
-Competing zoos
-Bengt Holst
-Zoo employees
Other publics that will be prioritized in the communication plan are as follows, in
priority order:
-The media (local and international)
-Visitors of the zoo
-EAZA
-People residing in Denmark
To learn more about Copenhagen Zoo’s decision to kill Marius, you can visit the
zoo’s website at http://uk.zoo.dk/VisitZoo.aspx or Twitter page @CopenhagenZoo. For
an opinionated view from an author and journalist who has covered zoo issues for over
20 years you can read this NPR article,
http://www.lexisnexis.com/lnacui2api/auth/checkbrowser.do?ipcounter=1&cookieState=
0&rand=0.9982422059752464&bhcp=1. There are also numerous news stations that
conducted interviews with Holst. One interview from Channel 4 News in the United
Kingdom can be found at
http://www.channel4.com/news/giraffe-zoo-chief-i-like-animals-video.
21
Strengths of the organization lie within the wide variety of animals offered at the
zoo. This alone brings visitors in that are interested in the eclectic sceneries and niches
offered that they couldn’t experience at other zoos in the surrounding area. This is crucial
in the Copenhagen Zoo’s success. Another important note is the zoo’s ticket sales.
Copenhagen is the most visited zoo in the country and this large amount of visitors
speaks volumes on how many people support the views and actions the zoo upholds and
carries out. In terms of weaknesses, the tactics used to inform the public were often seen
as being heavy and unsympathetic. Opportunities can be noted as the strong notion of
killing Marius for the “greater good” of animal and environment conservation. The public
took heavy consideration into the emotional aspect of the killing, but failed to recognize
the decision made, was the greater of the two. Threats note on any public that can’t relate
to the science reasoning behind the killings, and in return, stop supporting the zoo by all
means.
The goal is to incorporate a better communication management plan between the
publics and the organization. The zoo can keep their mission intact and stand behind their
strong conservation policies, as well as communicating and responding to the public in a
more efficient, knowledgeable and concise way. Execution of this plan involves building
a stronger relationship with Copenhagen Zoo and any of its outside publics. To do this,
there needs to be one unified story that embraces the truth and doesn’t negate one side
versus the other.
The Ethical Gap

22
The decision to kill Marius was made based on guidelines of the international
breeding program Copenhagen Zoo is a part of with the EAZA. It was a logical decision
that was the best thing to do for the captive giraffe population. There were no viable
options for Marius except to be put down humanely. The expectation of the stakeholders
was that the giraffe would not be put down because of the public outcry and protests.
Then when the giraffe was killed, it only added to the controversy that the zoo seemed
confident in their decision. The public was shocked when the zoo showed no remorse
about killing a healthy animal and even more disgust when Holst did not show much
emotion about the situation. In the public’s eye this was an issue of ethics, but
Copenhagen Zoo made a sound decision that was backed by other employees of the zoo
and the breeding program it is a part of.
Proactive Crisis Management Approach
To prevent this issue from occurring again, there are a few ways to approach
crisis management differently. With regard to killing the giraffe, the zoo should create
more room for animals like Marius with common genes since it is fairly common practice
to have to put down animals because they are taking up space for another more valuable
animal. The zoo’s public relations professional can explain why it would be a excellent
public relations move to not have to kill another healthy animal. Concerning the public
outrage, being more up front and logical about why an animal is being killed will sit
better with people than trying to recover from the backlash. It is just easier to be
proactive than reactive, especially dealing with animals. If keeping the animal alive is not
an option, it would behoove the zoo to have a prepared statement with facts, alternatives
23
and a legitimate reason for the decision ready for when people lash out about the zoo’s
“unethical actions.” In regard to the international media coverage and bias, there should
only be one designated spokesperson to explain the situation. Having more than one
person talking to the media can backfire quickly and disastrously, like with Holst and
Stenbaek Bro. Also, it would be a good idea to not use the unfortunate killing of a healthy
animal to educate the public. While the opportunity may seem positive, zoos are already
on thin ice with animal rights groups and it could (and probably will) stir them up
unnecessarily.
APPENDICES
Appendix 1: People on Copenhagen Zoo’s Facebook page expressing outrage with

their decision to kill Marius.
Appendix 2: From Copenhagen Zoo’s website, their mission to educate the public.
24
Appendix 3: Online Campaign to remove Bengt Holst from his position at

Copenhagen Zoo.
Appendix 4: Zoo Scientist showing hoof of giraffe to live audience.

25
References
1. D Howe. (2014). RIP Marius - Young Giraffe Killed by Zoo. (Web log comment)
Retrieved from http://www.peta.org.uk/blog/rip-marius-young-giraffe-killed-by-zoo/
2. Dell’Amore, C. (2014, June 28). Controversial Copenhagen Zoo Official: Zoos Are
Selling Disney “Fairy Tales.” National Geographic. Retrieved from
3. McLaughlin, E. & Wilkinson, P. (2014, February 10). Zoo official on Marius the
giraffe: Conversation isn’t always clean. CNN. Retrieved from
http://www.cnn.com/2014/02/10/world/europe/denmark-zoo-giraffe/
4. (2014, February 9). Why does Copenhagen Zoo euthanize a giraffe? Retrieved from
http://zoo.dk/BesogZoo/Nyhedsarkiv/2014/Februar/Why%20Copenhagen%20Zoo%20eu
thanized%20a%20giraffe.aspx
5. Spark-Smith, L. & Naik, B. (2014, March 26). Copenhagen Zoo kills 4 lions, weeks
after shooting giraffe. CNN. Retrieved from
http://www.lexisnexis.com.lib-proxy.radford.edu/lnacui2api/api/version1/getDocCui?lni=
26
5BV5-3WY1-JBSS-S0P5&csi=385157&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240
&perma=true
6. (2014, February 10). Copenhagen Zoo vilified for killing healthy giraffe to stop
inbreeding. The Record. Retrieved from
http://www.therecord.com/news-story/4359315-copenhagen-zoo-vilified-for-killing-healt
hy-giraffe-to-stop-inbreeding/
7. Dell’Amore, C. (2014, June 28). Controversial Copenhagen Zoo Official: Zoos Are
Selling Disney “Fairy Tales.” National Geographic. Retrieved from
http://news.nationalgeographic.com/news/2014/06/140626-copenhagen-zoo-euthanasia-
marius-giraffe-conservation-science/
8. Smith-Spark, L., & Naik, B. (2014, March 26). Copenhagen Zoo kills 4 lions, weeks
after shooting giraffe. Retrieved from
http://www.cnn.com/2014/03/26/world/europe/copenhagen-zoo-lions/
9. Walsh, M. (2014, February 10). Copenhagen Zoo receives threats after killing giraffe.
Retrieved March 4, 2015, from
http://www.nydailynews.com/news/world/copenhagen-zoo-kills-healthy-giraffe-front-chi
ldren-article-1.1609146
10. Hunter, L. (2014, February 8). UPDATE: Marius The Giraffe Was Executed By
Copenhagen Zoo - RYOT News. Retrieved March 6, 2015, from
http://www.ryot.org/young-giraffe-killed-tomorrow-copenhagen-zoo/562109
11. (2015). NSTA Position Statement. Retrieved from
http://www.nsta.org/about/positions/animals.aspx
27
12. (2014, February 9). ‘Surplus’ giraffe put down at Copenhagen Zoo. BBC News.
Retrieved from http://www.bbc.co.uk/news/world-europe-26098935
13. Eriken, L. (2014, February 9). Copenhagen zoo sparks outrage by killing healthy
giraffe named Marius. The Guardian. Retrieved from
http://www.theguardian.com/world/2014/feb/09/danish-zoo-outrage-giraffe-marius
14. (2014, February 9). Outrage as Danish zoo slaughters giraffe to combat ‘inbreeding.’
Aljazeera America. Retrieved from
http://america.aljazeera.com/articles/2014/2/9/giraffe-marius-copenhagen.html
15. Neuman, S. (2014, February 9). Copenhagen Zoo Euthanizes Giraffe Despite Online
Protest. NPR. Retrieved from
http://www.npr.org/blogs/thetwo-way/2014/02/09/274197918/copenhagen-zoo-euthanize
s-giraffe-despite-online-protest
16. Wilkinson, P., Naik, B., & Gumuchian, M. (2014, February 10). Marius the giraffe:
Copenhagen zoo staff get death threats. CNN. Retrieved from
5BGS-JF61-DY7V-G305&csi=385157&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240
&perma=true
17. Young, R. (2014, February 13). Death of Marius the giraffe highlights differences in
culture. The Record. Retrieved from
http://www.therecord.com/opinion-story/4364010-death-of-marius-the-giraffe-highlights-
differences-in-culture/
28
18. Lindstrom, L. (2014, February 15). Denmark zoo's killing of giraffe criticized.
Pittsburgh Post-Gazette (PA).
19. Ranson, V. (n.d.). Petition: Campaign to remove Bengt Holst from his position at
Copenhagen Zoo. Retrieved from
http://www.thepetitionsite.com/516/204/620/campaign-to-remove-%20bengt-holst-from-
his-position-at-copenhagen-zoo/#sign
20. Thibault, A. (2014, February 11). Here’s the story of a baby giraffe fed to lions at the
Copenhagen Zoo. PRI’s The World. Retrieved from
http://www.pri.org/stories/2014-02-10/heres-story-baby-giraffe-fed-lions-copenhagen-zo
21. Copenhagen Zoo's Scientific Director Defends Killing Giraffe. (n.d.). Retrieved April
8, 2015, from
http://www.npr.org/blogs/thetwo-way/2014/02/10/274750447/copenhagen-zoos-scientific
-director-defends-killing-giraffe
22. Johnston, I. (2014, February 9). Copenhagen Zoo kills 'surplus' young giraffe Marius
despite online petition. Retrieved April 7, 2015, from
http://www.independent.co.uk/news/world/europe/copenhagen-zoo-kills-surplus-young-g
iraffe-marius-despite-online-petition-9117317.html
23. Danish zoo kills healthy giraffe, feeds it to lions. (2014, February 9). Retrieved
March 28, 2015, from
http://www.cbsnews.com/news/danish-zoo-kills-healthy-giraffe-feeds-it-to-carnivores/
29
24. Werman, M. (Interviewer) & Lassen, K. (Interviewee). (2014). Here's the story of a
baby giraffe fed to lions at the Copenhagen Zoo (Broadcast transcript). Retrieved from
Gale: Cengage Learning web site:
http://go.galegroup.com/ps/i.do?id=GALE%7CA359209864&v=2.1&u=viva_radford&it
=r&p=LitRC&sw=w&asid=71667d1bb91be43f4e6fbb202eba7c33
25. Belmark, S. (2014, February 24). Trouble at the zoo: Copenhagen Zoo and the Marius
giraffe crisis. PR Week. Retrieved from
http://www.prweek.com/article/1282076/trouble-zoo-copenhagen-zoo-marius-giraffe-cris
is
26. Dell’Amore, C. (2014, March 25). Copenhagen Zoo Kills 4 Lions After Controversial
Giraffe Death. National Geographic. Retrieved from
http://news.nationalgeographic.com/news/2014/03/140326-lions-copenhagen-zoo-killing-
animals-world-science/
27. Evans, M. (n.d.). Petition: Save Marius the giraffe from the bolt gun NOW. Retrieved
from
http://www.thepetitionsite.com/528/607/193/save-marius-the-giraffe-from-the-bolt-gun-n
ow/
28. (2014, February 9). Copenhagen Zoo meets with online rage after putting down
healthy giraffe. The Record. Retrieved from
http://www.therecord.com/news-story/4359118-copenhagen-zoo-meets-with-online-rage-
after-putting-down-healthy-giraffe/
30
29. Levring, P. & Sulugiuc, G. (2014, April 3). Copenhagen Zoo Invites Global Outrage
to Tell Story of Captivity. Bloomberg Business. Retrieved from
http://www.bloomberg.com/news/articles/2014-04-03/copenhagen-zoo-invites-global-out
rage-to-tell-story-of-captivity
30. Young R. (Interviewer) & Croke, V. (Interviewer). (2014). Copenhagen Zoo
Criticized For Giraffe Killing (Transcript). Retrieved from LexisNexis web site:
5BGN-NMD1-DY2S-N13X&csi=8398&hl=t&hv=t&hnsd=f&hns=t&hgn=t&oc=00240
&perma=true

Marius the Giraffe: Copenhagen Zoo's PR Crisis

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Marius the Giraffe: Copenhagen Zoo's PR Crisis

Uploaded by

Copyright:

Available Formats

Marius: The Slaying of

Copenhagen Zoo’s Public Relations

Image Source: ​www.theguardian.com

conservation and why it is important.

That Fateful Day

consequences should follow for the employees involved, no questions asked.

This incident occurred February 9, 2014 in Denmark at Copenhagen Zoo and by

Organization Overview: Copenhagen Zoo, Denmark

Copenhagen Zoo is a zoological garden, located in Copenhagen, Denmark. The

Turn Up the Heat

Analysis of Copenhagen Zoo

Crisis Management Timeline

a crowd of visitors and later feeds the remains to the lions.8

Aquaria, and Holst explain the international breeding program.9

9, 2014 but only reached 125,034.

parents and described as a “very old” breeding pair.10

publics holding opposing views regarding animal conservation.

Zoo’s Stakeholders and Publics

Employees of the Zoo

As far as the employees of Copenhagen Zoo are concerned, it is dependent on

public and media.

purpose was to avoid inbreeding within the cages.

According to an article published in RYOT, Copenhagen Zoo had turned down

NSTA Position Statement

well as gain a sense of respect for life.22

The Whole Story

Sunday February 9, 2014: Copenhagen Zoo in Denmark killed a healthy

audience of adults and children, where veterinarians then ​performed​ a 3-hour

education purposes. Copenhagen Zoo is part of an international breeding program that

could have made.

Alternatives and Consequences

We need to have as healthy a stock as possible so we avoid inbreeding."36 ​The zoo

The Social Media Storm

options (re-farming to other facilities; vasectomisation/castration). Instead, you took what

Independent.uk​ “​Copenhagen Zoo kills 'surplus' young giraffe Marius despite

only Holst’s reasoning behind it.

NPR ​“Copenhagen Zoo's Scientific Director Defends Killing Giraffe”

solely for conservation purposes.

National Geographic ​“Controversial Copenhagen Zoo Official: Zoos Are Selling

Disney ‘Fairy Tales’”

glamorized and many often lose sight of that.

CBS​ “Danish zoo kills healthy giraffe, feeds it to lions”

wouldn't have had from watching a giraffe in a photo."43

Public Relations Review

and “a part of life.”53

From a communication standpoint, the first priority is getting information to the

public in regards to the issue in a concise, efficient, and knowledgeable manner. It is

of Copenhagen Zoo and should have be treated as such.

The Bolt Pistol

According to Copenhagen Zoo’s website, “when animals are euthanized with an

been saved for research or fed to carnivores in the zoo.

Communication Strategy and Tactics

and future situations in regards to their reputation in the public eye.

Public Relations Campaign Response

The stakeholders of concern regarding Copenhagen Zoo’s giraffe killing are as

follows, in priority order:

-The media (local and international)

-Visitors of the zoo

-People residing in Denmark

zoo’s website at​ ​http://uk.zoo.dk/VisitZoo.aspx​ or Twitter page @CopenhagenZoo. For

20 years you can read this NPR article,

0&rand=0.9982422059752464&bhcp=1​. There are also numerous news stations that

Kingdom can be found at

Image Source: www.theguardian.com

audience of adults and children, where veterinarians then performed a 3-hour

We need to have as healthy a stock as possible so we avoid inbreeding."36 The zoo

Independent.uk “Copenhagen Zoo kills 'surplus' young giraffe Marius despite

NPR “Copenhagen Zoo's Scientific Director Defends Killing Giraffe”

National Geographic “Controversial Copenhagen Zoo Official: Zoos Are Selling

CBS “Danish zoo kills healthy giraffe, feeds it to lions”

zoo’s website at http://uk.zoo.dk/VisitZoo.aspx or Twitter page @CopenhagenZoo. For

0&rand=0.9982422059752464&bhcp=1. There are also numerous news stations that

Retrieved from http://www.peta.org.uk/blog/rip-marius-young-giraffe-killed-by-zoo/

Selling Disney “Fairy Tales.” National Geographic. Retrieved from

giraffe: Conversation isn’t always clean. CNN. Retrieved from

after shooting giraffe. CNN. Retrieved from

inbreeding. The Record. Retrieved from

Selling Disney “Fairy Tales.” National Geographic. Retrieved from

after shooting giraffe. Retrieved from

11. (2015). NSTA Position Statement. Retrieved from

Retrieved from http://www.bbc.co.uk/news/world-europe-26098935

giraffe named Marius. The Guardian. Retrieved from

Aljazeera America. Retrieved from

Protest. NPR. Retrieved from

Copenhagen zoo staff get death threats. CNN. Retrieved from

culture. The Record. Retrieved from

Pittsburgh Post-Gazette (PA).

Copenhagen Zoo. Retrieved from

Copenhagen Zoo. PRI’s The World. Retrieved from

giraffe crisis. PR Week. Retrieved from

Giraffe Death. National Geographic. Retrieved from

healthy giraffe. The Record. Retrieved from

to Tell Story of Captivity. Bloomberg Business. Retrieved from